It should come as no surprise that humans are emotional creatures. Even a casual glimpse into the nation’s driveways, liquor cabinets, and cosmetics shelves reveals that consumers make buying decisions based in part on their feelings and emotions about particular brands. And marketers have long recognized the fact that emotions play a key role when consumers are talking about—or purchasing—products in categories as disparate as those represented by brands like Mercedes, Kodak, and Louis Vuitton.
I found this video, speaking about emotional branding. It highlights how important it is to make your brand alive in the minds of consumer. Because the factual truth is that, it is the consumer who owns the brand, not the corporation.
My understanding of creating brands is creating a prototype of a human being, therefore emotion is the most vital parts that engage consumer at the consumption level and simultaneously evolve an image to the consumer mind.
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